Marketing Automation 101: Lead Scoring Basics
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This document provides an overview of marketing automation presented by Marti Konstant. The presentation covers the core components of marketing automation including lead scoring, metrics, and goals. It also discusses challenges companies face with marketing automation and how to select a vendor. Case studies show marketing automation can increase leads by 4.5x and website traffic by 13% on average. The document concludes recommending companies evaluate their size, needs, and user experience when selecting a marketing automation platform.
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Marketing Automation 101: Lead Scoring Basics
- 1. @martikonstant Marketing Automation 101 TM Marketing Automation 101 Brand for Demand Marti Konstant Marketing Hackathon April 2012 Marti Konstant Content Jam 2013
- 2. Agenda 1 Why Now? 2 What’s @ the Core of Marketing Automation? 3 Hero Metrics for your Business 4 Leading Indicators: Lead Scoring Basics 5 How to Choose a Vendor 6 Case Study
- 3. “B2B customers contact a sales rep only after 70% of the purchase decision has been made.” Sirius Decisions 2012 “50% of qualified leads are not ready to purchase immediately.” Gleanster 2013 why now? Just looking Marketing Automation 101 Marti Konstant
- 4. want more. Pipeline 76% Higher Quality Leads Marketo BenchmarkReport 2012 Marketing Automation 101 Gleanster 2013 Marti Konstant 79% Revenue Productive Sales Reps
- 5. what’s at the core? % % 10 email search social landing pages behavioral & web forms tracking Marketing Automation 101 7 lead scoring Marti Konstant % lead CRM Reporting nurturing integration
- 6. automation adoption 5% 50% traditional marketing! ! 25% lead generation! 20% Just looking ! 20% demand generation! ! 5% revenue marketing! 25% Source: Pedowitz Group, Marketo Marketing Nation Marketing Automation 101 50% Marti Konstant
- 7. Challenges Creating enough content at reasonable cost 97% Data quality and integration 85% Poor marketing processes Just looking 84% 75 80 85 90 95 100 Source: Gleanster Q3 2013 Marketing Automation 101 Marti Konstant
- 8. hero metrics
- 9. hero metrics Number of qualified leads 84% Cost per lead 77% Conversion rate from inquries to leads Close rate on marketing sourced lead 71% 69% Response rate 48% 0% 20% 40% 60% 80% 100%
- 10. what to measure R A V E Response Activities Value Efficiency Open clickthroughs Site traffic Reconversions Emails sent Set ups for nurture trigger emails Segmentation Revenue generated Cost vs. revenue generated Close rate of Cost per customer MQLs through nurturing Sales accepted leads Subscribes Unsubscribes marketing-sourced leads
- 11. simple metrics Leads The number of new leads that marketing brings in Marketing qualified leads The number of leads that are qualified for sales Sales The number of leads who convert to customers
- 12. nurture critical path contact! lead! marketing ! qualified ! lead! MARKETING opportunity! customer! SALES
- 13. contact A prospect with demographic and firmographic relevance!
- 14. lead A contact who has signed up to receive information via website or other form!
- 15. marketing qualified lead A lead who has converted on one or more content offers – advanced through the funnel!
- 16. opportunity A lead who has researched pricing and is working with a sales rep on proposal stages!
- 17. customer A lead who has purchased something from you!
- 18. Goal one: convert contacts to leads contact! lead! Marketing Automation 101 Marti Konstant
- 19. Goal two: convert leads to MQLs contact! lead! Marketing Automation 101 marketing ! qualified ! lead! Marti Konstant
- 20. Goal three: convert MQLs to opportunities contact! lead! Marketing Automation 101 marketing ! qualified ! lead! Marti Konstant opportunity!
- 21. Goal four: turn opportunities into customers contact! lead! Marketing Automation 101 marketing ! opportunity! customer! qualified ! lead! Marti Konstant
- 22. leading indicators Just looking
- 23. Lead scoring steps 1 Gather Demographics and Behavior 2 Align with Sales 3 Establish Scoring Criteria 4 Apply to System 5 Flight Check with Sales 5 6 Refine
- 25. Lead scoring system example Implicit Interest Online behavior Source: Hubspot your Company
- 26. Basic lead scoring Fit Demographic Firmographic Explicit C1 B1 A1 D2 C2 B2 F D3 C3 Just looking Interest, online behavior Implicit Source: Act-on
- 27. Establish thresholds Fit Demographic Firmographic Explicit Right Person Right Fit LS = 0-10 Wrong Person Right Fit LS = 0-10 Wrong Company LS = 0 -10 Right Person Right Fit LS = 10-100 Right Person Right Fit LS = 100+ Maybe Right Guy Maybe Right Guy Moderate Fit Moderate Fit LS = 10 -100 LS Just looking = 100+ Right Person Wrong Fit LS = 10 - 100 Right Person Wrong Fit LS = 100+ Interest, online behavior Implicit Source: Act-on
- 28. Negative scoring criteria ① ② ③ ④ ⑤ ⑥ ⑦ Email unsubscribe Non-product web visit Geographic location No website activity for long time No progression Sales rejects Negative social media comment Marketing Automation 101 Marti Konstant
- 29. Track leads across sources 2500 Organic Search Referrals 2000 Paid Search Direct Traffic Email Marketing 1500 Social Media Just looking Other Campaigns 1000 500 Lead to Customer 0 JAN FEB Marketing Automation 101 MAR Marti Konstant APR MAY JUN
- 30. Dynamic process flow Content Marketing Contact Lead pages Lead Lead score Segment Nurture MQL Sales Customer
- 31. “Most marketing automation is really experience design” Scott Brinker @chiefmartec
- 32. business case TRAFFIC: Overall users experienced an average of 13% increase in visitors each month LEADS: Overall users experienced an average of 4.5X increase in leads per month (more than 50 starting leads) MIT Sloan 2013 and Babson Olin 2012, using Hubspot
- 34. choose who?
- 35. it depends 1 Size of Company 2 Feature and Function Requirements 3 Ease of Use Preference 4 Inbound Requirements 5 All-in-one Software 5 6 What type of buyer? – B2C enterprise, B2B enterprise, CRM suite buyer, email emphasis buyer
- 36. small to mid-size vs enterprise SMALL MEDIUM/LARGE ENTERPRISE
- 37. big three Source: Gleanster Q3 2013
- 38. ease of deployment 2 3 Act-On Etrique InfusionSoft Marketo Adobe Neolane Genius.com Hubspot SFDC Pardot LeadLife Oracle Eloqua Silverpop 1 Source: Gleanster Q3 2013
- 39. features functionality 2 3 Adobe Neolane Hubspot Act-On Etrigue InfusionSoft Genius.com Marketo Oracle Eloqua Silverpop LeadLife SFDC Pardot 1 Source: Gleanster Q3 2013
- 40. ease of use based on user experience 2 3 Act-on Hubspot Etrigue InfusionSoft Adobe Neolane Genius.com Marketo Oracle Eloqua SFDC Pardot Silverpop LeadLife Oracle Eloqua 1 Source: Gleanster Q3 2013
- 41. overall value based on user experience 1 2 Act-on Etrigue Adobe Neolane Marketo Hubspot InfusionSoft 3 SFDC Pardot Silverpop Oracle Eloqua Source: Gleanster Q3 2013